Downtown Alliance

Do you. Downtown.

The neighborhood comeback story

Downtown Manhattan had a problem. It was a neighborhood misunderstood as the playground of finance bros that shut down after the business day was done—and the pandemic only made things worse. So we teamed up with Downtown Alliance to fight back, creating a vibrant campaign that featured the area’s many exciting hot spots and attractions.

‘Do You. Downtown.’ blanketed Lower Manhattan with OOH executions that called attention to points of interest in the neighborhood. With our CTA tagline, we urged people to explore the sights and sounds, the food and drink, the museums and history, and the shopping of Downtown.

We created six Spotify playlists inspired by the sounds of the neighborhood. Check them out here!

And our Big Belly trash cans used hyper-contextual headlines for dozens of small businesses and local attractions, letting people know of all the exciting things to do right around them.

Visit DT by winning with AR.

Campaign summary

Bringing new life to a neighborhood is no easy task, but with an ownable look and amazing businesses and attractions to point to, it’s more than possible. Downtown is a place for history, culture and excitement. New York City has always known that, and now, the world does too.